Grown Alchemist about organic and Australian cosmetics
In Russia, began to sell Another vigorous organic brand is Grown Alchemist, which is made by two brothers with extensive experience in the field of beauty. We talked with Keston and Jeremy Muggis and found out how their products differed from other Australian products, what it was like to enter the already jaded cosmetic market and what a neophyte should pay attention to in the Grown Alchemist lineup.
What was it like to enter the brand-laden cosmetics market?
When we first started our business, we were so passionate about its development that, frankly, we had little thought about all sorts of competitors in the market. You know, launching a brand is so inspiring, you think: “Oh God, I'm so lucky that I am also a participant in all of this!” - which is not at all to competitors. Therefore, we did not particularly analyze our rivals before launch. Who knows, if we had thought about them beforehand, what if we would have chosen a less competitive market? It often happens that if you know about all the obstacles, your hands fall, but this is the whole point - to take risks, develop and get the most out of every day.
The most important thing for us is the creation of a trustworthy, unique product, and this uniqueness takes us out of the competition. At first we thought that we all know about our consumers, they know everything about us and it will be easy for us. In fact, working with organic matter is a thousand times harder than with "ordinary" cosmetics. At first, you are achieving something and you think that you can relax a little further, but then you realize that with each step everything becomes even more difficult. For example, you come to the fact that instead of Lamborghini, which you can afford, you need to buy a car for the manufacture of aluminum tubes for creams.
There are quite a few vegetable cosmetics brands in Australia besides Grown Alchemist: Aesop, La Mav, Jurlique, Sukin, Mukti Botanicals, from the old ones - Lucas' Papaw Why do you think? Flora has?
Indeed, we in Australia have access to excellent ingredients. But, more likely, this is happening because in Australia people are very concerned about a healthy lifestyle and caring for their own body.
With Aesop and Jurlique you are quite similar, in a good way: progressive, beautiful brands. Is it difficult for you to differ from them? Why, for example, do I need to choose GRown Alchemist cream and not Aesop?
First of all, Aesop and Jurlique are not organic brands. And we use organic ingredients, because they have a stronger antioxidant effect than just natural ones. In addition, organic matter is grown without pesticides potentially aging in the skin, we avoid chemical ingredients potentially harmful to the skin and health. And we also use peptides that help aging skin to maintain a healthy appearance, and this is the main feature of Grown Alchemist (Aesop, for example, does not use peptides and our other anti-aging ingredients).
Beauty is first of all health
You worked in the beauty industry before you run your own business. Did this somehow help you?
Of course. There are a lot of significant, not indifferent and just nice people in the organic cosmetics industry. And it really helps when you create useful tools. We believe that the right cosmetics brings health and makes people more beautiful, because beauty is first and foremost health. We have never worked with decorative cosmetics, we are always more interested in caring.
As I understand it, you have no scientific experience behind you. How is the work on the funds? Do you select a promising ingredient and give lab instructions?
Yes, we have been consulting with other people for a long time, and now we have finally launched our own brand, just the way we wanted - uncompromising. We have three places where we conduct an examination: our chemists with a cosmetic profile are now working in Australia, London and Paris. There are also experts on ingredients, who find out what to work with, what will bring the best result, investigate the origin and proper use of ingredients.
In Australia, a specific climate - you need to constantly protect yourself from the sun, which is more active than anywhere else. There are no Sanskrins in your lineup, why? Sanskrin can be found in specialized brands, which are many on the market, but you did not want to add SPF to your creams? Or wanted, but failed?
You're right, the sun in Australia is very dangerous, and we recommend wearing hats and stay in the shade as much as possible. We are currently working on creating a good, harmless sanskrin and are planning to release it in the near future.
Do you use only Grown Alchemist yourself?
We tried the means of other brands, of course, including to understand how they act. But it ended with the fact that we came to our cosmetics. So, no our trip will not do without a moisturizing spray - during the flights it perfectly helps to restore the skin.
Are all the ingredients of the Grown Alchemist grown in Australia?
We first tried only Australian, but then we found good, necessary plants that grow in other countries. So now we are collecting ingredients all over the world. They are all completely natural. Cosmetics that we apply on the face, also enters our body. We always emphasize the importance of external influence on the skin: not only what we ingest, affects our body, but also everything that we apply on top, the skin absorbs.
Is there an ingredient that you yourself consider a miracle?
Keston: There are a lot of very good ingredients, but my favorite is glucomannan. It is produced from cognac (amorphophallus cognac. - Approx. Ed.), Which grows in Eastern countries, it perfectly removes dead skin cells and gently exfoliates it.
Australia is considered a country whose inhabitants care not only about themselves, but also about the environment. Did it somehow affect the packaging of Grown Alchemist products?
Yes, probably, Australia and New Zealand more than other countries care about the world around them. Now there are many ways of packaging, and we have long thought how to create a product that can be used without harm to nature. Therefore, we began to produce bottles from recycled materials. We use PET (polyethylene terephthalate), the most popular plastic processing system in Australia. We also have glass of amber color, in it means longer retain their properties.
You have attractive products in terms of design and presentation. The site has a very detailed description of the brand philosophy and the mechanism of operation of some ingredients. You, apparently, for the openness in relation to the buyer?
Yes, we really believe that it is important for us to be transparent, and for our customers to understand what they are buying, and to imagine what result they will get. Many other brands also provide comprehensive information about themselves, but they, using herbal ingredients, are not organic. They do not use such complex ingredients as peptides or polysaccharides, which bring real beauty to the skin and body.
What is constantly working hand in hand with my brother?
Jeremiah: Sucks! Just kidding We are very different people, almost opposites of each other. Keston thinks not at all like me, so the result of working with him is the best, in my opinion. Of course, there is frustration from disagreements, but it only helps us work on ourselves and on our common cause. When we started to cooperate, we have known each other for 25 years. Working together is also a new relationship, thinking: “Oh, this is so cool and easy!” - but it is also a big stress - you already know how to be brothers, but now you need to understand how to be business partners. Respect for each other is the most important thing in any business.